OK, so celebrities can hire professional makeup artists, splurge on hair experts and seek out the best skincare specialists in the world. And thankfully, they’ve been kind enough to share their beauty secrets with the rest of us—via affordable beauty lines, of course. From Rihanna to Gwyneth Paltrow, here are 21 celebs who are taking the beauty biz by storm, plus some of our fave picks from each brand.

RELATED: 22 New Fall Beauty Products You Should Have On Your Radar

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1. Selena Gomez’s Rare Beauty

Selena Gomez’s beauty line is brand new, but fans and beauty lovers alike are already flocking to the stores (and online) to get their hands on the cosmetic line. So far, the collection has foundations, concealers, lipsticks, primers and brushes great for an everyday look.

Shop Our Picks: Soft Pinch Liquid Blush ($20); Lip Souffle Matte Cream Lipstick ($20); Liquid Touch Weightless Foundation ($29)

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2. Tracee Ellis Ross’s Pattern Beauty

Our fave TV mom (and curly hair inspo) spent ten years perfecting her haircare line we love today—Pattern Beauty— for natural hair. Inspired by the lack of natural hair representation on TV, Tracee Ellis Ross created a collection for all hair types and textures in mind. Whether you’re looking for a leave-in, conditioner or hair oil, Ross broke it down for curls, coils and tight textured gals.

Shop Our Picks: Hydration Shampoo ($20); Leave-In Conditioner ($25); Jojoba Oil Hair Serum ($25)

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3. Millie Bobby Brown’s Florence by Mills

If you’ve ever wondered how Millie Bobby Brown achieves her glowing skin, look no further than her beauty line—Florence by Mills (named after her grandmother, how sweet is that?). The clean beauty brand is filled with vitamins, antioxidants and botanicals. Plus, the packaging alone is enough to have it on display.

Shop Our Picks: Zero Chill Face Mist ($10); Look Alive Eye Balm ($16; $11); Mind Glowing Peel Off Mask ($20)

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4. Lady Gaga’s Haus of Laboratories

Are we surprised the queen of out-of-this-world looks decided to launch her own beauty line? Channel your inner Gaga with colorful lipsticks, shimmering eyeshadows and a bold liquid eyeliner to make your eyes really pop. Plus for a every purchase made, $1 is donated to the popstar’s Born This Way Foundation, so win-win.

Shop Our Picks: Le Riot Lip Gloss ($18); Eye-dentify Gel Pencil Eyeliner ($20); Glam Attack Liquid Eyeshadow ($20)

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5. Venus Williams’s EleVen

Venus Williams decided to break the mold and focus on a product that we always need in our routine—SPF. The tennis star launched EleVen with a sunscreen and serum for all skin types and tones. It not only protects your skin, but the environment as well, because the formula is reef-safe.

Shop Our Picks: On-The-Defense Sunscreen SPF 30 ($42); Unrivaled Sun Serum SPF 35 ($50)

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6. Lauren Conrad’s Lauren Conrad Beauty

Our favorite The Hills star and fashion mogul just launched a beauty line. The eco-friendly brand has a minimalistic collection to leave in your on-the-go makeup bag. And when you’re done, the packaging is easy to recycle.

Shop Our Picks: The Lip Gloss ($18); The Liquid Eyeliner ($20); The Lip & Cheek Tint ($20)

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7. Victoria Beckham’s Victoria Beckham Beauty

In 2019, fashion-beauty guru Victoria Beckham created Victoria Beckham Beauty to give us clean, high-end products. Whether you’re in the market for a great eyeliner, serum or priming moisturizer, Beckham made sure to keep the working gal (or Spice Girl-in-training) in mind.

Shop Our Picks: Satin Kajal Liner ($28); Smoky Eye Brick ($56); Cell Rejuvenating Priming Moisturizer ($95)

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8. Taraji P. Henson’s TBH by Taraji

While there are many natural hair brands out there, Taraji P. Henson stood out for providing scalp care to all hair types and textures. Whether its braids, curls, or an afro, the actress set out to moisturize, cleanse and nourish your hair. With nourishing ingredients like shea butter, avocado oil and tea tree oil, you can’t go wrong.

Shop Our Picks: Make it Rain Hydration-Rich Conditioner ($10); Never Salty Sugar-Based Scalp & Hair Scrub ($14); Master Cleanse Scalp Wash ($15)

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9. Rihanna’s Fenty Beauty

When Rihanna launched Fenty Beauty in 2017, she changed the makeup game forever with a 40 shades of foundation (and expanded the range to 50 later on). She started a conversation about how beauty brands need to be more inclusive to all skin tones. If cosmetics weren’t enough, the singer recently came out with Fenty Skin (as if we didn’t have enough of her items in our beauty cabinets).

Shop Our Picks: Gloss Bomb Universal Lip Luminzer ($19); Pro Filt’r Soft Matte Longwear Foundation ($35); Match Stix Trio ($54; $37)

RELATED: If You Buy One Fenty Skin Product, Make It Fat Water

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10. Alicia Keys’s Keys Soulcare

Let’s be honest: Alicia Keys is skincare goals. After hinting at a beauty line for a while, it’s finally here. Keys Soulcare launched today (like right now) and revealed two new exciting products. But if you were looking for a full collection you’ll just have to wait a little bit longer. No worries, we’ll just set a reminder for 2021 to ring in the new year with glowing and clear skin like the singer herself.

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11. Gwyneth Paltrow’s Goop

OK, we can’t talk about celebrity beauty brands without discussing the mastermind behind Goop. Gwyneth Paltrow turned Goop from a weekly newsletter to a lifestyle empire. The clean beauty products are a fave amongst PureWow editors, and who can blame us after taking one look at the natural, nontoxic ingredients.

Shop Our Picks: All-In-One Nourishing Face Cream ($95); GoopGlow 15% Glycolic Acid Overnight Glow Peel ($125); GoopGlow 20% Vitamin C + Hyaluronic Glow Serum ($125)

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12. Gabrielle Union’s Flawless

Gabrielle Union will always be hair inspo, so it makes sense she relaunched her haircare brand—Flawless—(which made its debut back in 2017) so we can achieve star-studded locks too. From moisturizing conditioners to repairing masques, the Union-approved line is ready to hydrate, define and repair natural hair.

Shop Our Picks: Detangling Leave-in Hair Conditioner ($10); Repairing Deep Conditioning Hair Masque ($10); Scalp Soothing Tonic Hair Treatment ($10)

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13. Jessica Alba’s Honest Beauty

What’s the secret to Jessica Alba’s youthful sauce? Clean beauty. In 2015, Alba expanded her home brand (aka The Honest Company) and introduced a separate skincare and makeup entity—Honest Beauty—which has a variety of facial products that are free of nontoxic, harmful ingredients.

Shop our picks: Tinted Lip Balm ($9); Crème Cheek Blush ($13); Hydrogel Cream ($14)

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14. Drew Barrymore’s FLOWER Beauty

Already everyone’s favorite free spirit, Drew Barrymore gave us another reason to love her—by launching a beauty brand that felt designer but didn’t cost a fortune. One of the OG celebs to make a brand (circa 2013), Barrymore has cosmetics to make your look colorful and vibrants. (Plus, she’s coming out with hair tools soon.)

Shop our picks: Flower Pots Powder Blush ($10); Blush Bomb Color Drops ($10); Light Illusion Liquid Foundation ($14)

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15. Cindy Crawford’s Meaningful Beauty

The legendary supermodel went from strutting the catwalk to creating age-defying skin-care products. Meaningful Beauty focuses specifically on antioxidant crèmes, dark spot treatments and serums to hydrate and rejuvenate skin.

Shop our picks: 5 Piece Starter Kit ($54); Creme de Serum ($65); Youth Activating Melon Serum ($76)

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16. Miranda Kerr’s Kora Organics

In 2006, model Miranda Kerr realized there wasn’t an organic skincare brand she actually wanted to put on her skin. Enter Kora Organics. The line has hand creams, cleansers and a variety of skincare products filled with antioxidants, vitamins and minerals. Baby-soft skin of a Victoria’s Secret Angel? Check.

Shop Our Picks: Noni Glow Face Oil ($68); Noni Bright Vitamin C Serum ($68); Noni Night AHA Resurfacing Serum ($72)

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17. Kylie Jenner’s Kylie Cosmetics

Two words: Lip kit. Kylie Jenner knew exactly what she was doing when she started Kylie Cosmetics just a shy of three years ago. The popular lip kit featuring a liquid lippie and liner had everyone trying to recreate Jenner’s photo-ready pout. Now you can achieve your best selfie with a variety of lip kits, eyeshadows and the ‘kybrow’ powder, to name a few.

Shop Our Picks: High Gloss ($16); Kylighter ($20); Matte Lip Kit ($29);

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18. Iman’s Iman Cosmetics

The model is probably the OG of celebs creating their own beauty lines with a launch year of 1994 (!). She set out with one mission: create a beauty collection catered to women of color. Since then, she’s developed inclusive products like foundations, bronzers and powders, to name a few.

Shop Our Picks: Second to None Cover Cream Clay ($12); Second to None Luminous Foundation ($16); Luxury Pressed Powder ($16)

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19. Kim Kardashian West’s KKW Beauty

Inspired by the success of her collab with Kylie Jenner, Kim Kardashian West decided to try her hand in the beauty business with her own line—KKW Beauty. From contour kits to lip crayons, the reality star has even expanded her collection to even include body foundation (yup, you heard that right).

Shop Our Picks: Nude Lip Liner ($12); Black Mascara ($18); Crème Contour & Highlight Set ($32)

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20. Josie Maran’s Josie Maran Cosmetics

Model and actress Josie Maran strived to create healthy, natural products, and her efforts resulted in the clean beauty brand we know today. One of her key ingredients, Argan oil, can be found in most (if not all) of her products to hydrate, nourish and protect the skin all day.

Shop Our Picks: Argan Daily Moisturizer SPF 47 ($34); Whipped Argan Oil Body Butter ($36); 100 Percent Pure Argan Oil ($49)

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21. Lindsay Ellingson’s Wander Beauty

Supermodel Lindsay Ellingson (along with entrepreneur Divya Gugnani) set out to create Wander Beauty, a makeup and skincare brand to make daily routines quick and effortless. The cosmetics are multifunctional while the skincare is paraben-, sulfate- and fragrance-free, so your on-the-go look stays simple and clean.

Shop Our Picks: Baggage Claim Eye Masks ($25); Mile High Club Mascara ($26); On-The-Glow Blush and Illuminator ($42)

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